Professional Documents
Culture Documents
ADVERTISING.......................................................................................................................................3
INDUSTRY SNAPSHOT............................................................................................................................4
NATURE OF THE INDUSTRY...................................................................................................................5
MEDIA....................................................................................................................................................7
IN-FILM ADVERTISING............................................................................................................................9
WORK ENVIRONMENT ........................................................................................................................10
PERSONAL CHARACTERISTICS..............................................................................................................11
EMPLOYMENT AVENUES......................................................................................................................12
PUBLIC SERVICE ADVERTISING............................................................................................................12
REGULATION........................................................................................................................................13
Copyright.......................................................................................................................................14
ADVERTISING AGENCY...................................................................................................................15
HISTORY OF AD AGENCY.....................................................................................................................17
ADVERTISING PROCESS.......................................................................................................................19
TYPICAL WORK FLOW IN AGENCY.......................................................................................................19
TYPES OF ADVERTISING AGENCIES......................................................................................................20
THE FUNCTIONS OF AN ADVERTISING AGENCY:...................................................................................23
THE BENEFITS OF USING AN ADVERTISING AGENCY..........................................................................23
ADVERTISING AGENCY'S ROLE...........................................................................................................24
SERVICES OFFERED BY AD AGENCY..........................................................................................25
DEPARTMENTS & PERSONNEL.....................................................................................................28
ACCOUNT SERVICES / ACCOUNT MANAGEMENT ...............................................................................28
Account planner / Director............................................................................................................28
Account Supervisor........................................................................................................................29
Account executives ........................................................................................................................29
CREATIVE DEPARTMENT......................................................................................................................30
Art Directors..................................................................................................................................30
Copywriter.....................................................................................................................................31
DIGITAL STUDIO .................................................................................................................................36
DTP Artist......................................................................................................................................36
Visualizer.......................................................................................................................................36
MEDIA DEPARTMENT...........................................................................................................................37
FUNCTIONS OF THE MEDIA DEPARTMENT...........................................................................37
MARKETING RESEARCH DEPARTMENT................................................................................................39
CREATIVE SERVICES DEPARTMENT.....................................................................................................40
EVENT MANAGEMENT AND PROMOTION DEPARTMENT......................................................................40
TRAFFIC MANAGER (SYSTEM ADMINISTRATOR)..................................................................................40
RADIO & TV BROADCAST PRODUCTION DEPARTMENT .....................................................................41
PRINT PRODUCTION DEPARTMENT......................................................................................................42
AGENCY PERSONNEL.......................................................................................................................43
PRODUCTION TEAM.............................................................................................................................43
STORYBOARD ARTIST...........................................................................................................................43
GRAPHIC DESIGNER.............................................................................................................................44
ADVERTISING INTERNS........................................................................................................................45
JOB POSITIONS AND EARNINGS...................................................................................................46
AGENCY COMPENSATION..............................................................................................................47
IMPACT OF TECHNOLOGY ON ADVERTISING ........................................................................48
COMMON SOFTWARE USED BY AD AGENCY.........................................................................................49
ADOBE PHOTOSHOP.............................................................................................................................50
QUARKXPRESS....................................................................................................................................50
AUTODESK MAYA...............................................................................................................................51
ADOBE FLASH......................................................................................................................................52
CORELDRAW......................................................................................................................................53
COMPUTER-AIDED DESIGN (CAD).......................................................................................................54
FAMOUS ADVERTISING AGENCIES IN WORLD.......................................................................55
OGILVY & MATHER INDIA ............................................................................................................56
OVERVIEW ..........................................................................................................................................56
NETWORK............................................................................................................................................57
KEY PEOPLE.........................................................................................................................................58
SERVICES OFFERED..............................................................................................................................58
MAJOR CLIENTS...................................................................................................................................59
INDIAN AD LEGENDS........................................................................................................................60
LARGE VS. SMALL AGENCIES.......................................................................................................64
WORKFORCE FOR AD AGENCY....................................................................................................65
STUDY / TRAINING & ADVANCEMENT.......................................................................................66
COURSES / INSTITUTIONS.....................................................................................................................68
FUTURE.................................................................................................................................................70
OUTLOOK.............................................................................................................................................71
MYTH:
AN AGENCY ALWAYS HELPS TO SELL A PRODUCT..............................................................72
CASE STUDY........................................................................................................................................73
ADVERTISING CREATIVE ..............................................................................................................77
CONCLUSION.......................................................................................................................................78
BIBLIOGRAPHY & WEBLIOGRAPY..............................................................................................79
Advertising
Advertising, generally speaking, is the promotion of goods, services,
companies and ideas, usually performed by an identified sponsor. Marketers see
advertising as part of an overall promotional strategy. Other components of the
promotional mix include publicity, public relations, personal selling, and sales
promotion.
Advertising involves the process where in a message is designed so as to
promote a product, a thought, an idea or even a service. The concept of advertising
has assumed a dynamic form with the use of the various mediums of communication.
From the newspaper, magazines, posters, neon and fluorescent signboards, billboards
to the commercial on TV, laser shows to inflated high-rise figures and objects,
advertising has come a long way. The work is formidable as it spearheads a process
intended to attract, modify, change and influences public opinion.
From the local business to multinational firm and all need to advertise. While
politicians, social organizations, government special groups need to advertise their
motto, national airlines, auto mobile manufactures, food and consumer goods
manufacturers have to reach the consumer. Specialist products and services are often
advertised through trade magazines and exhibitions. Lately mail-shots, handbill
circulation, special offers have become very popular. There are still other ways of
advertising. There are window displays, display on telephone directories, transit sign
on buses, lamp posters, banners, etc. Advertising through the electronic media has
been perhaps the most popular medium.
Advertising, as an effective medium, uses a variety of techniques to create
effective advertisements. A basic appeal is at the heart of advertising. Slogans and
product characters are created to catch the attention of the viewers. Most winning
advertisements would encompass factual information with emotional appeal. The
advertising industry has three major sectors.
Ad agencies vary in the size and turnover. Nevertheless the process of creating
an ad remains the same. The annual expenditure on the advertising has been to the
tune of Rs 8000 crores and the figure could be higher. USA has projected media
spending on advertising on the net to approximately $7700 by the turn of the century.
The scope for advertising professionals certainly shows an upward trend.
Industry Snapshot
According the Advertising Age's 2002 Agency Report, the world's six largest
advertising agencies accounted for over 65 percent of $39.28 billion spent on
advertising worldwide in 2001. But the advertising industry has suffered during the
first years of the 2000s. The economy decline prior to and exacerbated by the terrorist
attacks of September 11, 2001 has been sustained by the ongoing conflict with Iraq.
As an indicator of the softened demand for advertising services, advertising agency
employment fell to just over 180,000 in December 2002, down from an average
employment of 194,400 in 2001 and 182,400 in 2002, representing the largest decline
since 1991.
Advertising agencies are primarily responsible for two functions. The first is
the production of advertising materials in the form of written copy, art, graphics,
audio, and video. The second is the strategic placement of the finished creative
product in various media outlets, such as periodicals, newspapers, radio, and
television.
Advertising agencies can be found throughout the United States, with the
greatest percentage located in large cities. Many have headquarters in New York and
field offices in Chicago, Los Angeles, San Francisco, Atlanta, Detroit, and other
major areas of commerce in order to be close to clients.
Although the larger agencies are more frequently mentioned in the media and
in trade publications, the industry is actually predominately comprised of smaller
agencies, many with only one or two principals. Industry observers credit lower
overhead, diversified services, willingness to accommodate change, and an
entrepreneurial attitude for the success of smaller, boutique agencies.
As many clients have begun to focus on a variety of forms of marketing
communications, advertising agencies have had to look beyond conventional media-
based advertising. Advertising budgets reflect this shift, with additional dollars being
earmarked for point-of-sale promotions, public relations, and a major entry into the
media mixthe Internet. Changing demographics and a savvy American consumer
were the driving forces behind these alternative forms of marketing communications.
Some industry leaders have projected that advertising agencies will need to
augment their primary line of work and change their longstanding compensation
system based on commissions. Realizing the need for "integrated marketing services,"
many agencies have responded by offering public relations, direct mail, promotional,
and Internet services.
Some firms are not involved in the creation of ads at all; instead, they sell
advertising time or space on radio and television stations or in publications. Because
these firms do not produce advertising, their staffs are mostly sales workers.
Companies often look to advertising as a way of boosting sales by increasing
the publics exposure to a product or service. Most companies do not have the staff
with the necessary skills or experience to create effective advertisements;
furthermore, many advertising campaigns are temporary, so employers would have
difficulty maintaining their own advertising staff. Instead, companies commonly
solicit bids from ad agencies to develop advertising for them. Next, ad agencies
offering their services to the company often make presentations. After winning an
account, various departments within an agencysuch as creative, production, media,
and researchwork together to meet the clients goal of increasing sales.
Widespread public relations services firms can influence how businesses,
governments, and institutions make decisions. Often working behind the scenes, these
firms have a variety of functions. In general, firms in public relations services advise
and implement public exposure strategies. Firms in public relations services offer one
or more resources that clients cannot provide themselves. Usually this resource is
expertise in the form of knowledge, experience, special skills, or creativity; but
sometimes the resource is time or personnel that the client cannot spare. Clients of
public relations firms include all types of businesses, institutions, trades, and public
interest groups, and even high-profile individuals. Clients are large and small forprofit firms in the private sector; State, local, or Federal Governments; hospitals,
universities, unions, and trade groups; and foreign governments or businesses.
In an effort to attract and maintain clients, advertising and public relations
services agencies are diversifying their services, offering advertising as well as public
relations, sales, marketing, and interactive media services. Advertising and public
relations service firms have found that highly creative work is particularly suitable for
their services, resulting in a better product and increasing their clients' profitability.
Media
Commercial advertising media can include wall paintings, billboards , street
furniture components, printed flyers, radio, cinema and television ads, web banners,
web popups, skywriting, bus stop benches, magazines, newspapers, town criers, sides
of buses, taxicab doors and roof mounts, musical stage shows, subway platforms and
trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the
opening section of streaming audio and video, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their message
through a medium is advertising.
Covert advertising embedded in other entertainment media is known as
product placement. A more recent version of this is advertising in film, by having a
main character use an item or other of a definite brand - an example is in the movie
Minority Report, where Tom Cruise's character Tom Anderton owns a computer with
the Nokia logo clearly written in the top corner, or his watch engraved with the
Bulgari logo.
The TV commercial is generally considered the most effective mass-market
advertising format and this is reflected by the high prices TV networks charge for
commercial airtime during popular TV events.
Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank backdrops or
used to replace local billboards that are not relevant to the remote broadcast audience.
More controversially, virtual billboards may be inserted into the background where
none existing in real-life. Virtual product placement is also possible. Increasingly,
other mediums such as those discussed below are overtaking television due to a shift
towards consumer's usage of the Internet.
Advertising on the World Wide Web is a recent phenomenon. Prices of Webbased advertising space are dependent on the "relevance" of the surrounding web
content and the traffic that the website receives. E-mail advertising is another recent
phenomenon. Unsolicited bulk E-mail advertising is known as "spam".
ADVANTAGES
LIMITATIONS
Newspaper
high believability.
audience.
selectivity
image.
Television
Direct mail
medium, personalization.
Radio
Magazines
guarantee of position.
Broachers
creative limitation.
dramatize message.
In-film advertising
In-film advertising used to mean a couple of product billboards placed behind
the hero's car, Till Taal came along. That's the film that put Coke and product
placements firmly in the plot.
In-film advertising has only gathered more fans since. It's not just the colas,
brands like Hero Honda, Bru, and Fair & Lovely have got into the act. It has become a
well-thought out and legitimate part of a brand's marketing plan, and as the film
industry gets more corporatised, it's likely to get more popular.
This season's got a blockbuster hitting the screen, with all the attendant song,
dance and scandal. Kaante stars Amitabh Bachchan, Sanjay Dutt, Sunil Shetty, Kumar
Gaurav, Lucky Ali and Mahesh Manjrekar and Thums Up. Coke's paid Sanjay
Gupta, the film's producer, to feature the cola in some scenes rumours put the
figure at Rs 4 crore, but Coca-Cola, as well as the producer, say it isn't so and it's
also airing promos for the film that incorporate the Thums Up brand.
Leo Entertainment, the film marketing division of Leo Burnett, is working with White
Feather Productions in their marketing efforts.
Work Environment
Ad agencies are based within office settings. Accounts Executives, Account
Planers, Media Executives, Art Directors and Copywriters spend most of their
working time in agency office. Account
Executives have to travel extensively, visiting clients and suppliers. While
other staff, travel occasionally to attend meetings with clients, or visit locations during
film production. Ad agencies are very busy places and often work is on till late hours.
In 2004, workers in the industry averaged 33.8 hours per week, a little higher than the
national average of 33.7.
Most employees in advertising and public relations services work in
comfortable offices operating in a teamwork environment; however, long hours,
including evenings and weekends, are common. There are fewer opportunities for
part-time work than in many other industries; in 2004, 14 percent of advertising and
public relations employees worked part time, compared with 16 percent of all
workers.
Work in advertising and public relations is fast-paced and exciting, but it also
can be stressful. Being creative on a tight schedule can be emotionally draining. Some
workers, such as lobbyists, consultants, and public relations writers, frequently must
meet deadlines and consequently may work long hours at times. Workers, whose
services are billed hourly, such as advertising consultants and public relations
specialists, are often under pressure to manage their time carefully. In addition,
frequent meetings with clients and media representatives may involve substantial
travel.
Most firms encourage employees to attend employer-paid time-management
classes, which help reduce the stress sometimes associated with working under strict
time constraints. Also, with todays hectic lifestyle, many firms in this industry offer
or provide health facilities or clubs to help employees maintain good health.
10
Personal characteristics
11
Employment avenues
The business of advertising has been growing in proportion to the national
economy. Greater competition between domestic and multinational firms has spurred
marketing and advertising efforts. Competition for these jobs is growing. Creative
college graduates with communication skills will get the best jobs. Job opportunities
are in advertising agencies, commercial radio and public, Multinational firms,
advertising/PR department of organisations/business/government.
Advertising agencies have the highest profile in a much larger advertising
industry, composed of various media, advertisers, printers, photographers, typesetters,
and others that act as suppliers to the industry. Accordingly, agencies attract most of
the people who want to get into advertising.
Generally speaking, an agency is not the place to start an advertising career
until the candidate has acquired two sorts of knowledge not available in most
academic institutions. First, an extremely good working knowledge of how a wide
variety of businesses work is necessary, for agencies serve so many kinds of clients.
Second, one must develop good interpersonal business skills to be successful in the
agency industry, and these skills are usually developed only in on-the-job
experiences.
campaign for a social cause by any advertising agency. Advertising, in its noncommercial guise, is a powerful educational tool capable of reaching and motivating
large audiences.
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Regulation
There have been increasing efforts to protect the public interest by regulating
the content and the reach of advertising. Some examples are the ban on television
tobacco advertising imposed in many countries. The general aim of such codes is to
ensure that any advertising is legal, decent, honest and truthful. Some self-regulatory
organizations are funded by the industry, but remain independent, with the intent of
upholding the standards or codes.
In India there is Advertising Agencys Association of India (AAAI) that
supervises the affairs of the industry. There is a body called Advertising Standards
Council of India (ASCI), which looks at issues pertaining to regulation of
advertising.The advertising of controversial products such as cigarettes and condoms
is subject to government regulation in many countries. For instance, the tobacco
industry is required by law in India and Pakistan to display statutory warnings
cautioning consumers about the health hazards of their products.
Some potential ETHICAL ISSUES often come under scrutiny form moral or
ethical perspective and border on being regulated are mentioned here. The idea is to
be more aware and sensitive to them looking at advertising.
Media issues like use of billboards and other outdoor advertising (for traffic &
safety reasons)
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Copyright
Copyright is a set of exclusive rights regulating the use of a particular
expression of an idea or information. At its most general, it is literally "the
right to copy" an original creation. In most cases, these rights are of limited
duration.
Copyright may subsist in a wide range of creative, intellectual, or artistic
forms or "works". These include poems, plays, and other literary works, movies,
choreographic works, musical compositions, audio recordings, paintings, drawings,
sculptures, photographs, software, radio and television broadcasts of live and other
performances, and, in some jurisdictions, industrial designs. Copyright law covers
only the particular form or manner in which ideas or information have been
manifested, the "form of material expression". It is not designed or intended to cover
the actual idea, concepts, facts, styles, or techniques which may be embodied in or
represented by the copyright work.
Several exclusive rights typically attach to the holder of a copyright:
while creative ads for any product they must see that the concepts are not fully copied
from somewhere else.
14
Advertising Agency
Getting the best out of advertising is a highly skilled job. It requires the inputs
of experts in many different fields like writers, artists, photographers, designers,
television production crews and many others. Even the biggest advertisers cannot
afford to employ all these experts. Almost all advertising is therefore arranged
through an advertising agency which provides the necessary skill to turn the message
into a memorable and effective advertisement. Advertising has not only come to
reflect pop culture but has also become an important element of economic growth.
Today, every person connected with the Indian economy or public should be fully
aware what advertising really is and why effective advertising campaigns can be
performed by full-service advertising agencies.
Advertising agency is one of the most important components of advertising
industry. It has played a significant role in the development of modern advertising.
The advertising agency has evolved to provide the specialized knowledge, skills and
experience needed to produce effective advertising campaigns. It provides a quality
range of service greater than any single advertiser could afford or would need to
employ. An advertising agency is a firm that specializes in the creation, design and
placement of advertisements, and in the planning and execution of promotional
campaigns for products and services of their clients.
The Association of Advertising Agencies of America (AAAA) defines
advertising agency as An independent business organization composed of creative
and business people who develop, prepare and place advertising media for sellers
seeking to find customers for their goods and services.
The glamour, the unlimited expense accounts, and the exhilarating lifestyle all these popular portraits of life in the big-time advertising agency are misleading.
Advertising is demanding, challenging, hard work. It is also interesting and fulfilling.
Advertising requires a mix of personal abilities, considerable business skills, and an
ability to work under pressure to meet deadlines. Compared to larger industries, there
are never many entry-level positions open in advertising agencies (dozens rather than
hundreds). And competition is stiff. The industry, however, is constantly on the look
15
out for skilled, bright, articulate, creative and personable men and women with a wellrounded education and a good business sense.
An advertising agency or ad agency is a service business dedicated to
creating, planning and handling advertising (and sometimes other forms of
promotion) for their clients. An ad agency is independent from the client and provides
an outside point of view to the effort of selling the client's products or services. An
agency can also handle overall marketing and branding strategies and sales
promotions for its clients. Typical ad agency clients include businesses and
corporations, non-profit organizations and government agencies. Agencies may be
hired to produce single ads or, more commonly, ongoing series of related ads, called
an advertising campaign.
16
History of ad agency
1. Period of early growth 1841 - 1865.
The first advertising agency on record in the US was Olney B. Palmer. In
1841, Palmer organized a newspaper advertising and subscription agency. By 1849 he
had established offices in the cities of New York, Boston, Baltimore and Philadelphia.
At this early fate, there were no directions of newspapers and no published
rates for space to be sold to advertisers. Palmer acted as an informatory agent in these
matters to prospective advertisers. In essence, he served as a salesman of space for
publishers and they in turn, gave him a commission of 25% of such sales. The
publishers found these methods of selling more effective than trying to sell direct and
advertisers, wishing to reach more than one territory found value in such service.
Completion increased, and the usual price cutting occurred. Success seemed to
depend upon ones ability to bargain with the publisher and advertiser. The natural
result of this policy was a general reduction in profits to the agency; this led to a
search for new competitive tools which would return a profit.
17
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Advertising Process
When preparing your search proposal, you should take into account that the
lead-in time needed to place an ad can vary anywhere from days to months
depending on the publication. You should plan to have your ad approved and an
estimate of the cost done at least one month prior to the date when you want the ad to
be published. The advertising process for professional staff and faculty positions
involves five basic steps:
1. Writing an Ad
2. Getting Approval for the Text of the Ad
3. Estimating the Cost of the Ad
4. Placing Ads & Posting Announcements
5. Paying for Ads
Creation Stage
Production Stage
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20
Modular agencies
A modular agency is a full service agency that sells its services on a piece
meal basis. Thus an advertiser may commission an agencys creative department to
develop an ad campaign while obtaining other agency services elsewhere. Or, an
advertiser may hire an agencies media department to plan and execute a program for
advertising that another agency has developed. Fees are charged for actual work
undertaken.
In House agencies
Those companies, which prefer to have closer control over advertising, have
their own in-house agency. This type is owned completely by the advertiser. It
performs almost all functions that an outside advertising agency would perform and
thats why some people refer to it as full-service advertising department of the
advertiser. However, the difference between an in-house agency and an advertising
department is that the in-house agency can undertake to serve several other clients, if
the owner so desires, but an advertising department solely undertakes that work of its
owner and not of outside clients. Secondly an advertising department may not be
equipped the personnel and facilities, which an in-house agency would posses. Inhouse agency not only provides control over advertising schedule and costs, but also
offers convenience for its owner, because it is just available in the same building as
that of the head office of advertiser.
Such in-house agency also benefits the owner as it can bring revenue through
agency commission that are offered by the media and by way of fees that are collected
from outside parties for undertaking their advertising work. Such revenue increases
the funds and profits of the company. There is another version of in-house agency
whereby advertiser handles the total agency functions by buying service unit to buy
time, space and place the ads. Such an In-house agency is an administrative center
(under the direction of an advertising director) that gathers and directs varying outside
for its operation.
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Creative Boutiques
These are shop agencies that provides only creative functions and not fullservice. The specialized creative functions include copy writing, artwork and
production of ads, they charge a fee or percentage of full service agencies, and as such
most of them convert into a full service agency or merge with other agencies to
provide a wide range of services.
Mega agencies
A significant of 1980s is the development of mega agency. Agencies
worldwide merge with each other serve their clients in much better way. It was in
1986, Saachi & Saachi, a London based agency who started the movement and at
present it is the third largest agency network in the world.
The Specialists Agency
There are some agencies who undertake advertising work only in certain areas.
there are agencies that specialize only in financial services or only in publicity or only
in point-of-purchase material etc. for instance Soubhagya advertising agency
concentrate on specialized in financial advertising.
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Added Expertise
Easier Administration
Media Buying
Quality Control
Information
Cost Saving
Time Saving
23
How often?
Ad Agency
Media
Public
about the company and its product and about competing companies and
their products
24
25
Organization Structure
The activities within an advertising agency are typically divided into 4 broad
groups: account management, the creative department, media buying, and research.
These divisions are usually physically separated, although all four areas work closely
together to produce an advertising campaign in its entirety.
Account managers usually have daily interaction with a counterpart at the
client's office and coordinate the activities of the other departments according to the
client's wishes. The creative department designs original themes or concepts for ads,
while the media department places finished ads within the media in which they will
receive the most exposure to a target audience. The research department provides
data about consumers to help the agency and the client make informed advertising
decisions.
Recently added to advertising agencies' roster of services are public relations,
direct marketing, and promotional services. Other activities that used to be completed
by outside vendors, such as photography and high-tech print work, have been brought
in-house in many agencies.
26
ORGANIZATION CHART
Board of Directors
Type: 1
Type: 2
Managing Director
Creative Director
Servicing Group
Creative Groups
Audio Visual
Media
Language
Research
Studio
Production
Finance /
Accounts
Secretarial / Legal
Personnel
Branches
27
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Account Supervisor
A middle management position: he or she manages the account within a
medium term perspective. This includes strategic planning, market analysis,
competitive activity analysis, as well as recognizing and capitalizing on business
building opportunities.
Account executives
Account executives represent their ad agency to their clients. They understand
sales and advertising problems of the client and address the clients need to the
advertising approach. In advertising The account is the client. The business of
each client with the agency is referred to as an account. An ad agency handles
assignments of a number of clients. A clients business is assigned to a team of people
from the ad agency with the Account Executive at the head of team. An account
executive may be handling the business of number of non-competing clients at the
same time. The Account Executive supervises his team of people drawn from all
departments while planning, scheduling and executing the assignment.
Before a campaign is launched research on the clients business methods, the
product to be advertised is made. With this background information there is a meeting
of the creative media and marketing division along with members of the clients team.
The objective of this meeting is to define the nature and use of the product, and the
target users as well as other competing brands. After all the information is assigned
the agency team prepares a draft brief with recommendations. These are presented to
the client by the Account Executive. The brief and budget are discussed and after
finalization of work. The Account Executive motivates guides and coordinates the
activities so that deadlines are met and the clients expectations become a reality. He
spends a lot of time keeping the client updated on the progress. The Agencys
Director too has to be kept informed. This is done directly in smaller firms but in
larger firms there may be an Account Planner or Director. The chief role of account
executive is to extract the best possible work from the other departments of the
agency. They are in daily touch with clients.
29
Creative department
The creative department is the people
who create the actual ads - form the core of
an advertising agency. Modern advertising
agencies usually form their copywriters and
art directors into creative teams. Creative
teams may be permanent partnerships or
formed on a project-by-project basis. The art
director and copywriter report to a creative
director, usually a creative employee with
several
years
of
experience.
Although
Art Directors
Art Directors in Advertising aren't necessarily the head of an Art Department
although the title may suggest it. They typically work in teams with a copywriter.
Together the team works on a concept and design for commercials, print
advertisements, and any other advertising medium. The art director is mostly
responsible for the visual look and feel of the creative product as well as the
concept. The Art Director ensures that the end product has the same look and feel as
the original concept. The copywriter has ultimate responsibility for the product's
verbal and textual content, and both are responsible for coming up with big, effective
30
and persuasive ideas. Depending on the competencies of each, they may share tasks
that are traditionally designated for one or the other, for instance, an art director may
suggest certain wording and a copywriter may suggest a certain aesthetic for a project.
Art directors may also oversee a team of junior designers, image developers
and production artists. In a smaller organization the art director may fill these roles as
well. In a larger organization, art directors may oversee other art directors in a
senior/junior art director relationship.
Copywriter
A copywriter is a person who writes text, or copy, for clients. Most
copywriters work in advertising or marketing, producing copy that's intended to
persuade a reader to buy a product or service or otherwise take action. Copywriting
involves providing words, which are read or heard in advertisements. This may
include slogans or jingles or detailed text for catalogues, brochures, leaflets and
journals. Copywriting also takes the form of script for television and film commercial
advertisement.
Copywriters can contribute words and ideas to print ads, catalogs, billboards,
commercials, brochures, postcards, online sites, e-mail, letters and other advertising
media. Ultimately, the kinds of ads and media a copywriter will work in depend on
his or her own inclination and what clients ask for.
A copywriter often works as part of an advertising team. Agencies and
advertising departments partner copywriters with art directors. The copywriter has
ultimate responsibility for their ads verbal and textual content, the art director has
ultimate responsibility for the visual look and appeal, and both are responsible for
coming up with big, effective, persuasive ideas.
Copywriter and visual art work go hand in hand and this is the work which
goes on in the agencys creative department. Briefs from the Account Executive
outlining the target group for the advertisement and information about the product,
followed by discussions with the account planner, along with research material, and
perhaps a meeting with client put the creative department to work.
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A good psychologist.
Slow to quarrel
Prepared to share credit for good work, and accept blame for bad work
32
33
More information
required
Creative Brief
Revise
Finalization of concept
34
Pre - Testing
Digital
Studio
Often called the DTP section, this set of people work on the final artworks that
are sent to the various publications for release.
DTP Artist
DTP Artist is Desk Top Publishing worker, a special name used in Advertising
agencies, Publisher, Color separation, Printing and other related industries. A DTP
Artist usually skilled in multiple computer design applications, such as QuarkXPress,
Adobe Photoshop, Adobe Illustrator, CorelDraw, Adobe InDesign CS, and others.
DTP Artist is formerly known as FA Artist (FA: Finishing Artwork), the name
changed due to the digital revolution.
DTP Artist is a common name used in India, Malaysia, Singapore and other
countries. In America, advertising DTP associate is the term frequently used to
describe graphic artists working for in-house art departments. American advertising
agencies separate the role of graphic artists between art directors and production
artists.
Visualizer
Visualizer is a position designed by Advertising agencies to assist Art
directors, in producing quick & good quality artworks, for presentation (to please the
clients). The salary of a Visualizer is very low, usually an average salary of a
Visualizer is less than half, or sometimes quarter, of the salary of an Art Director.
Visualizer is a special name used in advertising agencies in non-native English
speaking countries, Malaysia, Singapore and others.
35
Media Department
Size and scale of the advertising is not important.
What's in the mind is important. The big bucks are not
being spent on production, they are being spent on
broadcasting. The Media Department of an advertising
agency is responsible for the planning and placement of
advertising time and space. It is a function that in recent
years
has
undergone
considerable
change.
The
36
right target group, at the right time, in the right place, with the right number of
messages.
Media planners have access to up-to-date information about each advertising
medium. This includes the relationship and circulation figures for news papers and
magazines, viewing figures for different times of the day, listening audience figure for
commercial radio stations etc. They are also aware of the various locations for
hoarding and billboards. They are a vast array of choice. There are thousands of
brands to advertise the work is challenging. It is though the selection of the right
media that a good media department can save large advertisers money as well as give
credibility.
Media Buying
Once a media plan has been approved by a client, it must then be purchased.
The procedures for this vary according to the medium under consideration. In print
media, for example, most purchases are made on the basis of rate cards issued by
various newspapers or magazines. In broadcast, however, negotiation is involved. The
objective of this negotiation is quite simple - to achieve maximum media efficiencies
in obtaining the most for the least, or, in other words, the most audience for the least
amount of money.
Media buyers buy advertising time/space for the agencys client. The work
closely with the media planer if the two functions are carried out separately.
Television and newspaper advertising are expensive. The media buyers expertise is
in the negotiating the best possible deal for the client. The commercial breaks with the
most viewers are the most expensive and so also the newspapers and magazines with
the
Media Estimating
Every single purchase made by the Media Buyer must be recorded in advance
of the actual running of the advertisement. This is to enable the agency to bill the
client for monies spent on their behalf and to check the invoices submitted by the
media. This document is called an estimate.
37
The single most important reason then for doing marketing research is to
guide the marketer in the analysis, planning, implementation and control of
marketing and communications programs to satisfy both customer needs and
organizational goals. It does this by providing decision-makers with information
necessary to choose between alternative courses of action. While marketing research
information can never eliminate all risk from decision making, good research can and
should substantially reduce the odds of failure. In short, the essence of marketing
research is "problem-solving".
38
with
specific
responsibilities
being
more
specialized.
Event
management, an industry that is just taking off in India, plans, organizes and executes
live events, which could include a brand/product launch, an exhibition, a concert or
even a conference.
employee may be responsible for managing workflow, gathering cost estimates and
answering the phone, for example. Large agencies may have a traffic department of
ten or more employees.
39
Producer
The production team's main function is to purchase the services of the correct film or
videotape Production Company and to administer and produce the TV commercial
production on behalf of the advertising agency and the client.
The Producer
The Producer is responsible for supervising all aspects of a TV commercial
production, from the selection of the production company through budgeting,
scheduling, casting, locations, sets, music creation, production meetings, filming,
editing, sound mixing, to the final approval of the finished commercial. This means
that the Producer must be completely familiar with all aspects of the film and
videotape process, including animation, live action, and stop motion.
Production Co-ordinator
The function of the Production Co-ordinator is to work with one or more
Producers, providing administrative and creative support in such fields as budgeting,
scheduling, producing production books, and auditioning talent. A Co-ordinator very
often will handle revisions and adaptations of TV commercials with the production
company. They may also have experience in Broadcast Traffic learning other rules on
talent or how to "traffic" a complex television schedule.
40
Meet deadlines. Publications insist on strict deadlines and it's crucial that
production pay strict heed to them.
Use sophisticated technology. To ensure that those deadlines are met, the
Production Manager must possess a solid working know- ledge of the latest
graphic art technology. As technology changes it is now imperative to be
computer literate and understand their function.
Skills and training. What are the skills necessary to make it in Production?
Technical art expertise and a willingness to keep abreast of new
developments; an aesthetic feeling for some of the craftsmanship involved in
the graphic arts; accounting and math skills; and a sharp eye for detail.
Computer literacy and an understanding of systems is another necessary skill.
Production skills aren't something that can be bought, nor are they something
that can be learned overnight. It takes a few hard years of training under the
wing of an experienced Production Manager.
41
Agency Personnel
Production Team
Ad agencies may have their production team which includes Photographers,
Printers, Typesetters, Television Producers, etc. but since the work is very diverse
most ad agencies coordinate with freelancers or established production units for task
to be completed. Production workers are concerned with all the technical process of
turning the final copy and art work into a real ad for print, TV, radio.
Storyboard artist
Storyboard artist is a profession specialize in creating storyboards for
advertising agencies and film productions. A storyboard artist is able to visualize any
stories using quick sketches on paper at any moment. Quick pencil drawings and
marker renderings are two most common traditional techniques, nowadays Flash,
Photoshop and other storyboard applications are gradually taking over, digital camera
is one of the latest techniques in creating storyboards.
Storyboard artist is also known as illustrator or visualizer, they are mostly
freelance. Art directors or film directors are the most likely type of peoples that would
contact storyboard artists and the deadline is always tight, overnight working is very
common.
Most used storyboard applications are the Corel Painter and the Adobe
Photoshop, some storyboard artists nowadays begin and finish their work on
computers using drawing software and digital pencils like Wacom (Graphics tablet),
in this way they save effort and most important time which always has the first
periority for a storyboard.
42
Graphic designer
Graphic
design
is
form
of
visual
43
Advertising interns
Advertising interns are typically university juniors and seniors who are
genuinely interested in and have an aptitude for advertising. Internships at advertising
agencies most commonly fall into one of six areas of expertise: account services,
creative, interactive, media, public relations and traffic.
An internship program in account services usually involves fundamental work
within account management as well as offering exposure to other facets of the agency.
The primary responsibility of this position is to assist account managers. Functions of
the account management intern may include:
agency intern website, where these interns were charged with creating and managing
a website as well as developing an advertising campaign. Hands on projects such as
this one help interns learn how strategy and well-developed marketing is essential to a
sound advertising and communications plan.
During their internship, the intern will experience the development of an ad,
brochure and broadcast or communications project from beginning to end. During the
internship, the intern should be exposed to as much as possible within the agency and
advertising process.
44
General Manager
Creative Director
Copy Chief
Copywriter
Junior Copywriter
Copy training
Rs. 1500-2500
Art Director
Junior Visualizes
Rs. 4000-8000
Finishing artist
Rs. 3000-4000
Account Director
Account Supervisor
Account executives
Rs. 5000-8000
Rs. 2000-2500
Media Manager
Rs. 8000-10000
Traffic Manager
Rs. 5000-8000
Rs. 7000-12000
45
Agency Compensation
Commission and fees methods
The revenue of advertising agency is derived from commission and fees. It has
been customary for full service agencies to charge a commission of 15% on total
billings for their services, plus reimbursement for advertising production costs. The
15% commission comes form the media in which a client firms advertising is placed
rather then from the firm. An advertiser is billed by its agency for the full cost of
advertising space used in the media. Then, the media bill the agency for the full cost
of space less a commission of 15% (any early payment discount is passed back to the
client). The agencys revenue then is primarily the difference between what it bills
clients and what it pays to media. In fact the media are paying the agency a 15%
commission through a reduction in its billing to the agency. Moreover, this 15%
commission must cover most expenses of operating the agency, so that a client is
actually paying for the full service offering.
Creative Boutiques on the other hand, charge a fee, rather than a commission,
for services rendered. The movement toward a fee system will change the agencyclient relationship to the advantage of the client; for advertisers will be better able to
buy only those services that they need from agencies.
For many years, there has been considerable dissatisfaction with the straight
commission system. The profits of the agencies declined because they were forced by
competition to perform more and more services without additional compensation.
Large advertisers, who bought much media time and space, felt that they were paying
too much. The agencies received the same compensation, whether they placed extra
expenses of creating ten different magazines or had the extra expense of creating ten
ads. Today, there is a definite trend toward the use of the fee method, or a
combination of the commission and fee methods, although the straight commission
method is still probably the most widely used.
46
47
Adobe Photoshop
QuarkXPress
Autodesk Maya
Abode Flash
Corel DRAW
Adobe Premiere
Adobe Illustrator
48
Adobe Photoshop
Adobe Photoshop, or simply Photoshop, is a graphics
editor developed and published by Adobe Systems. It is the
current market leader for commercial bitmap and image
manipulation, and, in addition to Adobe Acrobat, is one of the
best-known pieces of software produced by Adobe Systems. It
is considered the industry standard in most jobs related to the use of visual elements.
Photoshop is available for Microsoft Windows, Mac OS X, and Mac OS; versions up
to Photoshop 9.0 can also be used with other operating systems such as Linux using
software such as CrossOver Office.
Photoshop also has strong ties with other Adobe software for media editing,
animation and authoring. Files in Photoshop's native format, .PSD, can be exported to
and from Adobe ImageReady, Adobe Illustrator, Adobe Premiere, After Effects and
Adobe Encore DVD to make professional standard DVDs, provide non-linear editing
and special effects services such as backgrounds, textures and so on for television,
film and the Web.
QuarkXPress
QuarkXPress is a page layout application for Mac OS X and Windows,
produced by Quark, Inc..Quark can be seen as one of the founders of Desktop
Publishing (beside Adobe Systems and Apple Computer). The first version of
QuarkXPress was released in 1987.
QuarkXPress early on incorporated an innovative application programming
interface called XTensions which allows third-party developers to create custom addon features to the desktop application. Introduced in 1989, Xtensions, along with
Apple Computer's Hypercard, were the first examples of a developer allowing others
to create software add-ons for their application.
Beside QuarkXPress, Quark Inc.'s other notable product is "QuarkXPress
Passport", which is QuarkXPress with the added ability to use multiple language UI,
hyphenation and spell-checking. Although similar to desktop publishing applications
for the home and small office market such as Adobe PageMaker, Microsoft Publisher,
49
QuarkXPress is seen as one of only two page layout applications for the professional
market, the other being Adobe InDesign.
Autodesk Maya
Maya, used in many films today, is named for the Sanskrit word
meaning illusion and is a popular, proprietary integrated 3D software suite,
evolved from Alias PowerAnimator. Maya was developed by Alias.
Autodesk acquired Alias in October 2005. It is often used in the film and
TV industry, as well as for computer and video games.
Maya is a high-end 3D computer graphics and 3D modelling software
package, originally by Alias Systems Corporation but now owned by Autodesk under
its Media and Entertainment division. Autodesk
acquired the software in October 2005 upon
purchasing Alias. It is often used in the advertising,
film and TV industry, as well as for computer and
video games. This was used for numerous films, such
as Jurassic Park, The Abyss and Terminator 2:
Judgment Day. Maya has also been used to animate
popular shows. Maya is used for
modeling the
scripting.The latest version of Maya, version 8.0, was released in August 2006.
50
Adobe Flash
Adobe Flash (formerly Macromedia Flash and before that
FutureSplash Animator), or simply Flash, refers to both the Adobe Flash
Player and to a multimedia authoring program used to create content for
the Adobe Engagement Platform (such as web applications, games and
movies). The Flash Player, developed and distributed by Adobe Systems (which
bought Macromedia in 2005), is a client application available in most dominant web
browsers. It features support for vector and raster graphics, a scripting language called
ActionScript and bi-directional streaming of audio and video.
Strictly speaking, Adobe Flash is an integrated development environment
(IDE) while Flash Player is a virtual machine used to run, or parse, the Flash files, but
in contemporary colloquial terms "Flash" can refer to the authoring environment, the
player or the application files.
Since its introduction in 1996, Flash
technology has become a popular method for
adding animation and interactivity to web
pages; several software products, systems, and
devices are able to create or display Flash.
Flash is commonly used to create animation,
advertisements, various web-page components,
to integrate video into web pages, and more
recently, to develop rich Internet applications.
The Flash files, traditionally called "Flash
movies", have a .swf file extension and may be
an object of a web page, strictly "played" in a
standalone Flash Player, or incorporated into a
Projector, a self-executing Flash movie.
The creative shown above is the flash animated ad of CITYBANK put on
across various websites like google, yahoo, msn, rediff etc.
51
CorelDRAW
CorelDRAW is a vector graphics editor developed and
marketed by Corel Corporation of Ottawa, Canada. It is also the
name of Corel's Graphics Suite. Its latest version, named X3
(actually version 13), was released in January 2006.
The current version is X3 (actually version 13), released in January 2006. Its
new features include -- Double click Crop tool (the first one able to crop groups of
vectors and bitmap images), Smart fill tool, Chamfer/Fillet/Scallop/Emboss tool,
Image Adjustment Lab. Trace became integrated inside Draw under the name
PowerTRACE.
CorelDRAW differentiates itself from its competitors in a
number of ways. The first is its positioning as a graphics suite, rather
than just a vector graphics program. Second, the package consistently
includes a large collection of fonts and clip art. The biggest
improvement with CorelDRAW over other graphic software programs is its ability to
edit bitmaps. A full range of editing tools allow the user to adjust contrast, color
balance, change the format from RGB to CMYK, add special effects such as
Vignettes and special borders to bitmaps. Bitmaps can also be edited more extensively
using Corel PhotoPaint, opening the bitmap directly from CorelDRAW and returning
to the program after saving. CorelDRAW's chief competitor is Adobe Illustrator.
52
53
BBH (Bartle, Bogle & Hegarty) -- famous for Audi, Levi's, Johnnie Walker,
British Airways.
The Martin Agency -- UPS, GEICO, NASCAR, Miller (Lite, MGD), Hanes,
and others
N.W. Ayer & Son -- the first ad agency in the United States, coined "When it
rains it pours" (Morton Salt), "A diamond is forever" (De Beers), "Reach out
and touch someone" (AT&T), "Be all you can be" (United States Army), and
others
Ogilvy & Mather -- famous for the Rolls-Royce print ad with the headline
"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from
the electric clock", among other ads
Saatchi and Saatchi -- most famous for working with the Conservative Party
especially during the 1979 general election (Maurice and Charles Saatchi later
left and set-up M&C Saatchi)
: Rs 7425.78 million
Television billings
: 1852.73 million
Overview
Founded in 1928, we were the first advertising agency in India. 76 years
hence, we continue to relentlessly pursue our passion for building and nurturing,
enduring brands. Over the years we have helped create some of India's most
successful brands like Asian Paints, Cadbury, Fevicol among them, and in recent
times- Perfetti, Hutch, Close Up and many more.
A power brand in itself, Ogilvy & Mather is acknowledged as the leading
communications agency in the country today. Our defining quality is our firm belief
in the value of brands and the important role they play in consumers' lives. The
business of building brands is conducted through a proprietary way of thinking and
working; what we call 360 Degree Brand Stewardship.
As pioneers of integrated communication initiatives in the country, we
consistently deliver on our overall promise of 360 Degree Stewardship through our
business units that encompass Ogilvy & Mather Advertising, OgilvyOne, Ogilvy
Activation and Ogilvy Public Relations. One hallmark of Ogilvy's brand-building
capability is the balance of global and local brands. Our local clients keep us in tune
with local market nuances, which is integral to the success of our multinational
accounts.
55
Network
We are part of Ogilvy & Mather Worldwide, one of the
largest marketing communication networks in the world. The network services more
Fortune Global 500 companies in five or more countries than any other agency.
As Brand Stewards, we combine local know-how with a worldwide network,
to leverage the brands of our multinational clients. We create powerful campaigns that
address local market needs while reinforcing the same universal brand identity. The
hallmark of our brand-building capabilities is our balance of global and local brands.
Our local clients keep us in tune with local market nuances, which is critical for the
success of our multinational accounts.
Ogilvy is a part of the WPP group, one of the world's leading
communications services groups. Major brands include J. Walter Thompson, Ogilvy
& Mather, Young & Rubicam, MindShare, Mediaedge:cia, Millward Brown,
OgilvyOne, Wunderman, Hill & Knowlton, Ogilvy Public Relations, BursonMarsteller, Grey Global Group, Cohn & Wolfe, CommonHealth, Enterprise IG and
Landor, among others. Their specialist skills include advertising, media investment
management, information, insight & consultancy, public relations & public affairs,
branding & identity, healthcare, communications, direct, promotion & relationship
marketing and specialist communications.
56
Key people
Piyush Pandey
Executive Chairman &
National Creative Director
India & South Asia
S. N. Rane
Co-executive Chariman & COO
India & South Asia
Pratap Bose
CEO Ogilvy & Mather, India
Managing Director South Asia, Kinetic
President Ogilvy Activation
Services offered
Television promotion
Print ad
Email marketing
Public relation
Radio
Direct marketing
Promotion
Telemarketing
Outdoor
Packaging
57
Major Clients
J K Tyres (Tyres);
Levers,
Asian Paints,
Cadbury,
UTI (MIP'97/Financial);
58
Indian ad legends
Every country has its own legends in a given field. The Indian advertising
industry has many all times greats who have contributed in various capacities to
develop world-class creatives. This section in magindia.com is exclusively dedicated
to those people who have made Indian brands popular not just in India but beyond,
through their creative genius. Run through the entries (arranged alphabetically) in this
section to view and admire their work, and definitely everyone in the advertising
industry will have something to learn from these Ad Legends.
Everybody knows A G Krishnamurthy as the Captain
who steered his agency from a Rs. 35 lakh company to a
Rs. 7 billion corporation in a remarkably short 23 years.
But little is known of his considerable contribution in
the agencys creative reputation - doubling up as
copywriter/art director and quite often even as creative
A G Krishnamurthy
Ex Chairman & Managing Director
Mudra Communications
Brendan Pereira
Chairman & Creative Director
Nova Advt. Palace Pvt. Ltd.
207 B- Neelam Centre
S K Ahire Marg, Mumbai 25
Ph. 91-22-4953405
59
Freddy Birdy
Creative Consultant
Gopi Kukde
60
Hindustan Thompson
Associates
Lakshmi Building, Sir P M Raod
Mumbai 400 001
Ph. 91-79-2660190 Extn. 328
Fax: 266 0 186
E-mail: ivan.arthur@jwt.com
Naved Akhtar
Creative Consultant
Panna Jain
Creative Consultant
61
Sudarshan Dheer
Graphic Designer
10,Sind Chambers,
S. Bhagatsingh Road,
Colaba,Mumbai-400 005
Ph. 91-22-2840206
Name of agency
O&M
McCann-Erickson
Lowe Lintas
JWT
Leo Burnett
Mudra
Grey Worldwide
FCB Ulka
Contract Advertising
Rediffusion DYR
62
Advantages
Large Ad Agencies
1. Better professional facilities
generally
2. Better studio facilities
3. Market research and media
buying facilities
4. Wider contacts and international
links
5. Attraction of best brains
Small Ad Agencies
1. Personal touch
2. Speech of production
3. Close-knit team giving individual
attention
4. Flexibility
5. Awareness of clients problems
6. Enthusiasm
7. Greater accessibility because of
shorter chain of command
Disadvantages
Large Ad Agencies
1. Move impersonal
2. Certain lack of individual
attention
3. Failure to appreciate clients
problems sympathetically
4. Risk of client being lost in large
agency
5. High costs
Small Ad Agencies
1. Lack of the latest and best
technical facilities
2. Certain lack of experience in
more sophisticated advertising
3. A small agency might tend to be
dominated by a large account
4. Fever staff might result in fever
ideas
63
64
abroad for domestic firms or to represent foreign firms domestically. New media,
such as the Internet, are creating opportunities to market products, but also are
increasing the need for additional training for those already employed. Keeping pace
with technology is fundamental to success in the industry. In addition, advertisers
must keep in tune with the changing values, cultures, and fashions of the Nation.
Success in increasingly responsible staff assignments usually leads to
advancement to supervisory positions. As workers climb the organizational ladder,
broad vision and planning skills become extremely important. Another way to get to
the top in this industry is to open ones own firm. In spite of the difficulty and high
failure rate, many find starting their own business to be personally and financially
rewarding.
Client servicing requires understanding of the marketing strategy.
Understanding of human nature and a creative outlook are required. Client servicing
is generally handled by post graduates in business managements. The job needs
business skills hence graduate from any stream with some training in business
administration are generally preferred. Marketing diploma holders work in client
servicing. An advertising qualification too is useful.
Copywriters and Art Directors give verbal and visual shape to the basic
advertising ideas. At entry level a candidates has to give a copy test. Besides
evaluating the command over written English, the test is designed to judge the
thinking ability of a person. With the rapid use of electronic media, the work of
copywriters and visualisers is overlapping. A good copywriter must know more than
one language. Hindi copywriting is gaining popularity. Copywriters are people who
are selected more for their talent than qualification. The creative people, particularly
the visualisers, i.e. Art Director and his team are selected from the Art School or
Design Institute. Bachelors of Applied Art course teach the prospective creative artist
the use of medium like photography, graphics, and visual communication. Courses in
Multimedia and mass communication are also useful.
Media Planners and buyers have to be acquainted with the various mediums,
price, etc. Courses in management, advertising, marketing, public relations are useful
for this department.
66
The production people come from Art schools and film and TV training
institutions. The field of advertising is open to students who have passed from Art
Schools, Management Schools, Design School, and graduates from reputed institutes
with a rich co-curricular record and those from advertising courses or mass
communication courses. The following section gives courses in advertising. Readers
can refers to the relevant courses in the areas mentioned in Chapters on applied Arts,
Broadcasting, communications and Photography in this Book.
Courses / Institutions
Institution
Courses
Eligibility
&selection
Diploma in
Advertising
Graduation
written test
and interview
Diploma in
Advertising
Graduation
Diploma in
advertising,
photography
Graduation
Diploma in
advertising,
photography
Graduation
Vidya Gauri,
Neelkanth Marg, Khanpur Ahmedabad
Diploma in marketing,
journalism, business
Graduation
Diploma in advertising
Graduation
Diploma in advertising
Graduation
PG Diploma in
Advertising and
communication
Graduation
with 50%
Diploma in advertising
10+2
with 60%
67
Postgraduate Diploma
in Advertising and
marketing
Communication
Graduation
2 years PG Diploma in
Marketing
Communication
Management
Graduate in
Advertising
Test in March
2 year PG Diploma in
advertising
GMAT, or
MAT scores
1 year PG Diploma in
Advertising &
Photography
Graduation
1 yr PG Diploma in
Advertising & Public
Relation
Graduation
2 yr Diploma in
Marketing
Communications
Management
Graduation
New Delhi
Guru Jambeswer University,
Hissar, Haryana 125001
National Instt. of Advertising,
1 Deen Dayal Upadhayay Marg,
New Delhi 110002
Note:
Bhartiya Vidya Bhavan has branches in many towns in the country. They offer a
diploma course in advertising and photography for graduates. The institutes
are called Bhavans College of communication and Management. These are
Chandigarh, Cochin, Calcutta, Delhi, Mumbai, Guntur, Hyderabad, Jaipur,
Kakinada, Nagpur, and Visakhapattanam.
Professional in service training is imported by Advertising Agencies Association
of India (AAAI), Maker Towers, Cuffe Parade, and Mumbai.
68
Future
Advertising is a growing industry that offers great scope for creative people.
Each year new markets open up and communication channels become more
sophisticated, reaching out to many more people, through different media. As more
and more multinationals are coming to India to capture the unexplored huge consumer
market, the demand for advertising professionals is bound to increase. According to
an estimate, the Indian advertising agency will need over 6000 trained professionals
every year. With the country's vast rural market also becoming the focus of
advertising, the industry's turnover is bound to multiply thereby creating a huge
demand for 'ad' professionals.
With the dawn of the Internet have come many new advertising opportunities.
Popup, Flash banner, advergaming, and email advertisements (the last often being a
form of spam) abound. Each year, greater sums are paid to obtain a commercial spot
during the Super Bowl. Companies attempt to make these commercials sufficiently
entertaining that members of the public will actually want to watch them.
Particularly since the rise of "entertaining" advertising, some people may like
an advert enough that they wish to watch it later or show a friend. In general, the
advertising community has not yet made this easy, although some have used the
Internet to widely distribute their adverts to anyone wishing to see or hear them.
Another significant trend to note for the future of advertising is the growing
importance of niche or targeted ads. Also brought about by the Internet and the theory
of The Long Tail, advertisers will have an increasing ability to reach narrow
audiences. In the past, the most efficient way to deliver a message was to blanket the
largest mass market audience possible. However, usage tracking, customer profiles
and the growing popularity of niche content brought about by everything from blogs
to social networking sites, provides advertisers with audiences that are smaller but
much better defined, leading to ads that are more relevant to viewers and more
effective for companies marketing products.
69
Outlook
Competition for many jobs will be keen because the glamour of the
advertising and public relations services industry traditionally attracts many more
jobseekers than there are job openings. Employment in the industry is projected to
grow 22 percent over the 200414 period, compared with 14 percent for all industries
combined. New jobs will be created as the economy expands and generates more
products and services to advertise. Increased demand for advertising and public
relations services also will stem from growth in the number and types of media outlets
used to reach consumers, creating opportunities for people skilled in preparing
material for presentation on the Internet.
On the other hand, employment growth may be tempered by the increased use
of more efficient non-print media advertising, such as Internet or radio, which could
replace some workers. Employment also may be adversely affected if legislation,
aimed at protecting public health and safety, further restricts advertising for specific
products such as alcoholic beverages and tobacco. In addition to new jobs created
over the 2004-14 period, job openings also will arise as workers transfer to other
industries or leave the workforce.
70
Myth:
An agency always helps to sell a product
What does a professional advertising agency have that is unique? With
professional talent and loads of communications experience under their belts,
agencies are perfectly suited to take over their clients marketing communications
problems and help them with specialized services. But like everything it too has its
limitations. Effective advertising can contribute immensely to the success of a
product. Similarly, if the product is bad or something that the people cannot accept,
then no amount of advertising can save it. Advertising can never succeed in selling
something which the public will not accept.
If the advertising needs to be successful, the product needs to:
Solve a purpose
Fulfill a need
Be satisfactory
71
Case study
Client
Ad Agency
Marketing Objective
The Research and Development department of Reliance Textile innovated a
suiting, using imported yarns, which imparted exclusive properties to the fabric
maximum porosity per square centimeter and excellent crease recovery to free the
fabric from unwanted wrinkles. The range of colours of pastel shades was subdued
and classy.
Considering the final product and pricing, it was decided to beam the
marketing of the product at the uppermost segments of society, such as directors,
chairmen, industrialists, businessmen, in short gentlemen of some standing in society.
A prime requirement, however, was that the strategy should not offend other
prospective consumers by excluding them completely. Rather, this suiting had to be
promoted as a very sophisticated, exclusive suiting.
Creative strategy
To reach the primary target audience the personnel selected to be featured in
the advertising campaign were four gentlemen who were well known by the position
they held in prestigious or organizations by virtue of their business interests.
Since the brand name, Herr Mode, was adapted from the German and stood
for fashion for the gentlemen, this was used as the copy platform and read as
follows:
Herr Mode:
In German it stands for fashion for the gentleman.
In India it stands for the finest suiting for gentleman.
To include other consumers as well, the same theme finest suiting for
gentleman was retained.
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Media Strategy
Colour advertisements were scheduled in selected prestigious general interest
magazines all over the country. To achieve the specific marketing objective of
reaching the primary target audience, a few business journals, and journals read by
top level personnel, were also used as a primary medium. To cover other aspiring
consumers, the colour advertisements were adapted to black and white formats and
scheduled in all major newspapers of the country. Posters and other point of sale
material were distributed to retailers stocking Herr Mode suiting all over the country.
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Case 2
Agency: Ogilvy & Mather
Client: Asian Paints
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Some of the most famous Ads made by Ogilvy & Mather for Asian Paints
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Advertising creative
Some of the most successful advertisement creative produced by various ad
agencies in India are shown below.
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Conclusion
In todays world which is fast moving & dynamic, peoples wants, need and
desires are changing; its very important to know them and give them what they want.
This is the main objective of advertising where ad agency plays major role in market
research, making of creative, launching it in the market, taking the feedback of
consumer and making any product famous and acceptable among consumers. Ad
agencies are playing an important role in shaping present and future of not just
selected brand but of entire company.
There is no one -- sure-fire -- best way to advertise your product or service. It
is important to explore the various advertising media and select those which will most
effectively convey your message to your customers in a cost-efficient manner.
Always remember, advertising is an investment in the future of your business.
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Advertising Management
by B. S. Rathor
OGILVY ON ADVERTISING
by David Ogilvy
Economic Times
Websites
www.magindia.com
www.ogilvyindia.com
www.agencyfaqs.com
www.adage.com
http://en.wikipedia.org/wiki
www.aaaindia.org
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